Zagreb, Croatia, July 15, 2025 – At the unveiling of Croatia's first national research on the adoption of artificial intelligence in business, Tomislav Glavaš, Member of the Management Board at BOSQAR d.d. and CEO of Mplus, took center stage with a bold message: Croatia must act decisively and fast to seize its AI opportunity.
The study, presented at the Croatian Employers' Association (HUP), reveals a shift in the business landscape – 70% of Croatian companies now view AI as a competitive advantage, and nearly half already use it in daily operations.
With over 650 companies surveyed, the research marks a crucial benchmark in understanding Croatia's AI readiness.
Glavaš Calls for Clear National AI Vision
In a dynamic panel featuring leaders from government, technology, and business, Glavaš emphasized the urgency of action.
"AI is not a threat. Ignoring AI is," he said.
"AI drives employment and efficiency. Croatia has a unique window to catch the AI wave – if we know where we want to go. But we must act fast, because this opportunity won't wait. We must rally the AI talent already here, define a clear national AI strategy, and begin implementation immediately," Glavaš noted.
His remarks reflect the forward-looking mindset that has positioned BOSQAR INVEST and Mplus at the forefront of digital transformation in the Adria and CEE region.
Under Glavaš's leadership, Mplus has successfully deployed AI-powered solutions across customer experience and business process outsourcing services, illustrating the tangible benefits AI brings to productivity, service quality, and value creation.
The findings presented during the event further underscore Croatia's readiness for AI acceleration:
- 80% of companies are familiar with AI technologies
- 45% have a positive stance toward AI
- Chat GPT is used by 1 in 3 businesses
- 25% of companies report saving over an hour per day per employee through AI applications
Yet, only 3% of firms have a defined AI strategy, highlighting the need for coordinated, strategic investment in knowledge and infrastructure.
Clear Support for AI – but a Need for Strategy
Ratko Mutavdžić, Head of the HUP Coordination for Artificial Intelligence, emphasized that the results provide a foundation for more coordinated action.
"This first national research offers a concrete insight into the real state of AI technology adoption in the Croatian economy," Mutavdžić said.
"It confirms that companies recognize AI as a key lever of competitiveness, but also points to the need for strengthening strategic approaches and investing in knowledge. I believe this research will form the basis for concrete policies, joint initiatives, and investments that will enable a sustainable and inclusive development of Croatia's AI ecosystem."
Hrvoje Josip Balen, President of the HUP-ICT branch, noted the study's relevance in light of current policy development.
"Given the ongoing preparation of the National and Action Plans for AI development in Croatia, this is the ideal moment to define goals that will enable not only increased productivity but also the development of innovation capacity among Croatian companies," Balen said.
"To grow the ecosystem and retain knowledge and talent in Croatia, it is essential to leverage the next EU financial cycle," he added.
The panel also featured contributions from Nikola Modrušan (Ministry of Justice, Public Administration, and Digital Transformation), Siniša Đuranović (Deputy President, HUP-ICT), Ervin Jagatić (Product Director, Infobip), and Roberto Gobo (Director of Digital Strategy and Technology, Valamar Riviera).
Research as a Strategic Benchmark
According to associate professor Robert Kopal, a member of the HUP AI Coordination and the study's lead analyst, the report establishes a much-needed baseline.
"The HUP AI B2B 2025 study is an initial snapshot as part of a plan to conduct annual cross-sector research," said Kopal.
"It will support ongoing and planned activities, help uncover trends – micro and macro – provide deep insights, and serve as a benchmark. We hope the results will benefit the business community, government, and academia alike."
